FILM CRAFT - INTERNATIONAL
Direction (2026)
2026
FILM CRAFT
- INTERNATIONAL
(Direction)
Kyller Instinct - Nike
Silver
| Title: | Kyller Instinct |
|---|---|
| Brand: | Nike |
| Production Company: | ProdCo |
| Entrant Company: | ProdCo United Kingdom |
| Director: | Ian Pons Jewell |
| Agency: | W+K London |
| Editor: | Trim |
| Agency Producer: | Aurelie Livera, Lucy Edwards, Richard Adkins, Amy Leach |
| Client: | Nike |
| Post Production Company: | Bacon X |
| Production Company Producer: | Cathy Green |
| Creative Director: | Albert Pukies, Becca Pottinger, Phil Rosieur, Will Wells, Adam Crockett |
| Account Director: | Olli Rosicourt |
| Account Manager: | Conny Yan |
| Sound Studio: | CARON.xyz |
| Notes: | Brief: The Nike Scary Good campaign was designed to showcase the skills of some of the world's top football players. The project grew from an initial 5 films to a series of 9, each featuring custom choreographed football tricks (no stock footage) tailored to the individual player's abilities in a horror-satire style in the tone of late night TV genre. Approach: The film draws inspiration from the psychological intensity of Possession (1981), where tension and horror are conveyed largely through performance rather than overt violence. This approach informed the portrayal of haunted goalkeepers, creating moments that are both unsettling and darkly humorous. Central to the concept is casting exceptional actors and choreographing their movements with precision. The spot was shot on film to evoke the raw, tactile aesthetics of 1980s and 1990s cinema. This approach aimed to make the fantastical elements feel immediate and believable, resisting overly polished digital looks that could distance the audience from the story. Visual effects were primarily used to enhance the nightmare sequences while retaining a sense of in-camera realism. Techniques included doubles, replication, and face replacement. This was challenging as there was only 4 hours to film with talent. Casting emphasized cinematic authenticity over commercial convention. The film relied on high-caliber actors, augmented by movement specialists from the world of butoh dance, to ensure performances conveyed both dread and humor. Every role was treated as integral to the film’s tonal balance, with performers contributing to a visual language that felt anchored in film rather than advertising tropes. Results: Fans went wild over the commercials citing the nostalgia of being excited over advertisements again and the timing of their release, like in the commercial break after a major play. |
JPG
MP4
2m:47s
